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  • Jonathan Brimer

The Lure of Luxury

In her 2003 book The Substance of Style, Virginia Postrel argues that our reaction to many consumer items is “immediate, perceptual, and emotional.” We want these things because of the pleasure we get from looking at and interacting with high-quality products—and there is nothing wrong with this. “Decoration and adornment are neither higher nor lower than ‘real’ life,” she writes. “They are part of it.”

Indeed, the power of luxury goods are more than what initially might pop into the conscious stream of thought. Luxury goods are appealing because they feel good and they're subject to standards of quality in experience that lower-priced good cannot rival. One does not get the same experience trying on a sports coat at Burlington Coat Factory as they do at a Prada boutique. Nothing is wrong with either, but the coat will feel different at the boutique as will the environment in which it is sold.


The lure of luxury goods is rooted in unrelenting dedication to quality craftsmanship and a memorable experience that seeks to pair an item with a person's unique interests and tastes.


The value of luxury goods is revealed in our tendency to buy them as gifts. According to a 2019 Deloitte study, nearly one luxury purchase out of three is a gift. Purchasing something as a gift for someone is a highly emotional and personal process. Luxury brands and goods generally deliver the type of excitement and reaction we naturally want to receive when giving a gift.


Select Shades constantly considers the art of a luxury experience when we think about our gifting experiences. We do not take lightly that we are the only sunglass gifting experience on the market offering a full spectrum of luxury brands. It demands of us to constantly find ways to improve our delivery; a challenge that we embrace.

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